Journalists learn early in their careers that an article
typically has more credibility if you can quote a source by name
and not merely refer to the source as "company spokesperson" or "a
spokeswoman for the senator." But there are some instances in which
being cited as a spokesperson is preferable, either for the
communicator or for the reporter. We asked readers and sources to
weigh in on the matter and tell us when - and if - they feel it is
acceptable to be named only as a spokesperson in a reporter's
coverage. Many told us that it's important to be identified as a
spokesperson if you are an agency professional speaking on behalf
of a corporate client. Here's what others had to say:
John Holden, Weiner Consultants ([email protected]):
"A spokesperson should avoid having their name used in a story
if it will in any way overshadow the larger objective of the story
"
Diane Brandon, Arlington (Texas) Convention & Visitors
Bureau ([email protected])
"Although convention and visitor bureaus don't have to focus on
difficult stories too often, I previously owned a PR company, and
my advice was that if you weren't willing to use your name, you
shouldn't be speaking at all. To only be sourced as 'spokesperson'
looks cowardly and as though the company has something to
hide."
Karen Friedman, Karen Friedman Enterprises ([email protected]):
"I am an ABC TV reporter turned media/communications trainer.
The only time you should NOT provide your name and relationship to
the company is if you are not officially speaking on behalf of the
company and are providing information that is not for you to
provide.
If you have nothing to hide and are clearly the approved
spokesperson for an organization, build credibility by giving your
name and stating your relationship to the company. As far as I'm
concerned, if you agree to talk to a reporter, it's on the record
and the reporter has every right to use your name."
Beverly Boyarsky, Winthrop University Hospital ([email protected]):
"Unfortunately, I have had to be the bearer of bad news over the
years in a few crisis situations. One was responding to the world
after Arthur Ashe announced he was HIV positive. The second was
after the first World Trade Center bombing. There were many others,
and I have never gone out solely as 'the spokesperson'. I always
identify myself, name and title. It has been up to the discretion
of the reporter whether or not to use my name."